TODAY   |  June 29, 2013

Paula Deen’s publisher halts upcoming cookbook

In a brief statement Friday, Ballantine Books, publisher of "Paula Deen’s New Testament: 250 Favorite Recipes, All Lightened Up,” announced it was canceling publication of her upcoming cookbook, which was scheduled for release in October 2013. NBC’s Veronica De La Cruz reports.

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>>> the hits keep oncoming for paula deen in the wake of her admission she used a racial slur in the past.

>> sponsors have been dropping her left and right. her soon-to-be published cookbook will not see the light of day . veronica is with us now. great to see you this morning.

>> you are right. they will cancel a five-book contract they signed last year.

>> it look sos delicious.

>> reporter: another chapter closed for paula deen . late friday valentine books announced they are no longer moving forward with publishing her newest book due out in october. after careful consideration, they made the difficult decision to cancel the publication of her new testament. it's a book that in recent days moved to the top of amazon's best seller list. this on the heels of deen being dropped by smithfield foods , jc penney and the shopping network .

>> put a vote on the table to say i stand behind you. it's gone.

>> reporter: deen had this to say wednesday in an emotional interview with matt lauer .

>> i can say i have never hurt anybody on purpose and i never would.

>> this is a big loss for paula. 17 million dlarlgs. i suspect that number is higher. she's a brand no one could touch.

>> ouch. that is true. we were talking about it here. people are on both sides of the debate. have the companies gone too far? should they leave her alone?

>> companies are quick to abandon people who are hot for whatever reason.

>> absolutely. i think if she disappeared, she could set the stage for a comeback. everybody loves a comeback.